Tommy Hilfiger, London

Tommy Hilfiger has opened an extremely prestigious flagship in Knightsbridge.  Just a stone’s throw from Harrods, this new clothing emporium epitomises the brand’s essence and is every bit as tantalising and intriguing as you’d expect from this luxury US icon.  Tommy’s East Coast heritage is clearly evident with plenty of American hero images throughout and the polished walnut fixtures and oak flooring convey authentic American cool.

Essentially Tommy Hilfiger supplies classic, conventional clothing to the well heeled, yet this new store captures the imagination.  At its core Tommy has a sense of fun and adventure.  rpa:vision has taken this theme and transformed the store into a quirky haven.  From a group of magnificent, contemporary chandeliers suspended over a large and beautifully finished period table, to wall mounted stags heads sporting ties, sunglasses and brightly painted antlers, this latest flagship mixes old and new, classic and alternative, over and over, in an upmarket, boutique styled store that appeals to a youthful clientéle.

From the outside the shop appears formal; the façade is utterly delightful, undoubtedly original and comes complete with Victorian brass lanterns either side of the entrance, and more on columns in between large shop windows.  Tidy shrubbery hangs down from above the windows.  The fun begins inside!  A very fitting, bespoke walnut display cabinet, backed with plaid is displayed alongside quirky props and accessories.  Vintage and found units such as dining tables and work benches have been painted in pop colours.  A bird cage hangs amidst women’s wear displaying a pair of canary yellow stilettos.  The words, ‘the naughty step’ are carved into the bottom step of the staircase within children’s wear.  A vintage, glass display cabinet is crammed full of teddies and inscribed with the words, ‘please look after these bears THANK YOU’.  Hand painted wall paper and witty graphics line the walls, along with paintings that have been altered with blocks of colour.  The denim zone has been kitted out with a barrage of speakers displayed on a wall mounted shelf and a mishmash of lighting, from large neon letters to directional reading lamps, have been used in an attempt to connect with the customer and convey the brand’s heritage.

All in all, this is an exceptional store in terms of vision and application and Tommy Hilfiger has provided the consumer with a multi-layered shopping experience, not just a rack of clothes.  A great store!